Download - The Next Innovator’s Dilemma
![Page 1: The Next Innovator’s Dilemma](https://reader030.vdocuments.us/reader030/viewer/2022012408/616a352b11a7b741a34ffc5f/html5/thumbnails/1.jpg)
The Next Innovator’s Dilemma.
Iain Montgomery & Jake PrapavessisMarket Gravity.
![Page 2: The Next Innovator’s Dilemma](https://reader030.vdocuments.us/reader030/viewer/2022012408/616a352b11a7b741a34ffc5f/html5/thumbnails/2.jpg)
What we’re talking about today?
You’re building a great new product but your current brand is not going to cut it.
What do you do?
![Page 3: The Next Innovator’s Dilemma](https://reader030.vdocuments.us/reader030/viewer/2022012408/616a352b11a7b741a34ffc5f/html5/thumbnails/3.jpg)
Brands launching new brands.
Airlines Hotels Financial Services
WestJet
Air France
Hilton
Marriott
Clydesdale Bank
CIBC
![Page 4: The Next Innovator’s Dilemma](https://reader030.vdocuments.us/reader030/viewer/2022012408/616a352b11a7b741a34ffc5f/html5/thumbnails/4.jpg)
What all these examples have in common is brands trying to reach new audiences…
“Probably Millennials”
![Page 5: The Next Innovator’s Dilemma](https://reader030.vdocuments.us/reader030/viewer/2022012408/616a352b11a7b741a34ffc5f/html5/thumbnails/5.jpg)
What we’re talking about today?FeaturedinSamuelWest's
'Museum of Failure'
![Page 6: The Next Innovator’s Dilemma](https://reader030.vdocuments.us/reader030/viewer/2022012408/616a352b11a7b741a34ffc5f/html5/thumbnails/6.jpg)
Augment Existing Start Afresh
Ultimately, you have 2 choices:
![Page 7: The Next Innovator’s Dilemma](https://reader030.vdocuments.us/reader030/viewer/2022012408/616a352b11a7b741a34ffc5f/html5/thumbnails/7.jpg)
As an innovator, it’s important to consider the implications of branding sooner rather than later.
So, what’s the easiest way to do this?
![Page 8: The Next Innovator’s Dilemma](https://reader030.vdocuments.us/reader030/viewer/2022012408/616a352b11a7b741a34ffc5f/html5/thumbnails/8.jpg)
Learn from memes!
![Page 9: The Next Innovator’s Dilemma](https://reader030.vdocuments.us/reader030/viewer/2022012408/616a352b11a7b741a34ffc5f/html5/thumbnails/9.jpg)
![Page 10: The Next Innovator’s Dilemma](https://reader030.vdocuments.us/reader030/viewer/2022012408/616a352b11a7b741a34ffc5f/html5/thumbnails/10.jpg)
Example 1 - ATB Financial
“We’re a 9, but we dress like a 6.”
”Most banks are very masculine, we have a much more feminine culture.”
”She’s pretty practical. She drives a Toyota Tacoma.”
Name: AlisonAge: 37
![Page 11: The Next Innovator’s Dilemma](https://reader030.vdocuments.us/reader030/viewer/2022012408/616a352b11a7b741a34ffc5f/html5/thumbnails/11.jpg)
“Oh, he totally wears old school New Balance sneakers from Payless Shoes.”
”He drives something beat up, he doesn’t care about the impression. Gets him from a to b.”
“Looks older than he is.”
Example 2 – Nescafé Instant Coffee
Name: NormAge: 52
![Page 12: The Next Innovator’s Dilemma](https://reader030.vdocuments.us/reader030/viewer/2022012408/616a352b11a7b741a34ffc5f/html5/thumbnails/12.jpg)
“He’s flashy, likes his expensive suits because it makes him feel important.”
”He doesn’t relax much. He’s always on looking for the next sale.”
“Earns a lot so he’s too scared to set up on his own.”
Example 3 - Deloitte
Name: DaveAge: 36
![Page 13: The Next Innovator’s Dilemma](https://reader030.vdocuments.us/reader030/viewer/2022012408/616a352b11a7b741a34ffc5f/html5/thumbnails/13.jpg)
“He’s flashy, likes his expensive suits because it makes him feel important.”
”He doesn’t relax much. He’s always on looking for the next sale.”
“Earns a lot so he’s too scared to set up on his own.”
Example 3 – Deloitte.
Name: DaveAge: 36
![Page 14: The Next Innovator’s Dilemma](https://reader030.vdocuments.us/reader030/viewer/2022012408/616a352b11a7b741a34ffc5f/html5/thumbnails/14.jpg)
Once you’ve done a current state composite, do a future state version that aligns with your products intent.
![Page 15: The Next Innovator’s Dilemma](https://reader030.vdocuments.us/reader030/viewer/2022012408/616a352b11a7b741a34ffc5f/html5/thumbnails/15.jpg)
If it’s clear you need a new brand, don’t leave it to a brand team. Develop the brand alongside your proposition.
• Ideate & Co-create• Prioritize• Prototype & Iterate
![Page 16: The Next Innovator’s Dilemma](https://reader030.vdocuments.us/reader030/viewer/2022012408/616a352b11a7b741a34ffc5f/html5/thumbnails/16.jpg)
Create a few options.
![Page 17: The Next Innovator’s Dilemma](https://reader030.vdocuments.us/reader030/viewer/2022012408/616a352b11a7b741a34ffc5f/html5/thumbnails/17.jpg)
Now go test it …
![Page 18: The Next Innovator’s Dilemma](https://reader030.vdocuments.us/reader030/viewer/2022012408/616a352b11a7b741a34ffc5f/html5/thumbnails/18.jpg)
xxx…and hopefully you won’t end up here